Merchandising/Marketing/Retailing: Branding

The Effects of Presentation Order of Apparel Product Images on Consumers’ Information Processing Style and Purchase Intentions

Authors
  • Jung Eun Lee (Virginia Tech)
  • Eonyou Shin orcid logo (Iowa State University)
  • Doris H. Kincade (Virginia Tech)

Abstract

Image presentation order has the potential to affect the way consumers process product information when shopping and to increase or decrease their product preferences, which may affect their interest in purchasing. Because websites by the nature of their construction are viewed in a preset order, presentation order has the potential to affect website retail purchases. With a potential impact on sales, online retailers need to understand the image presentation order effect; however, no specific research has investigated this effect on consumers’ preferences for online shopping. This study investigates how presentation order of apparel product images (i.e., which image is first or last) influences consumers’ information processing styles (i.e.,imagery and analytical) and ultimately their purchase intentions.

Keywords: Ordering effect, image presentation, information processing style

How to Cite:

Lee, J., Shin, E. & Kincade, D. H., (2019) “The Effects of Presentation Order of Apparel Product Images on Consumers’ Information Processing Style and Purchase Intentions”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8842

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Published on
15 Dec 2019